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Samsung Seca: Redefining a Brand

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Samsung Seca: Redefining a Brand
SAMSUNG SECA: REDEFINING A BRAND
CASE STUDY
1. Problem Identification
Samsung SECA has successfully repositioned itself from an unremarkable producer of low-to-mid-market customer electronics and computer components into a provider of stylish, leading-edge consumer electronics due to its shift towards digital technology.
Despite efforts to redefine the Samsung brand which included aggressive promotional spending and launching of a number of high-end, “marquee” products, the old brand perception of the Samsung brand is still there. Hence Samsung was continuing to sell a number of lower-end products using the old brand positioning.
J.S. Park, the president of SECA needed to develop a plan or branding strategy in order to reinforce the presence of ‘Samsung redefined brand’ into the upper group of customer electronics.
2. Situation Analysis
The SWOT analysis as shown below captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Samsung.
STRENGTHS
1. Speed in decision making process
2. Product Innovation
3. Expertise in digital electronics
4. Wide range of products
5. High R&D investment
6. Good marketing strategies
WEAKNESSES
1. Impact on revenue from sales after giving retailers profit margin
2. Disregard certain product line due to heavy focus on successful product line
OPPORTUNITIES
In the Canadian electronics market :
1. Less price sensitive
2. Demand for good customer service
3. Favourable return policies
4. Highly technically savvy
5. Quick to adopt new technologies
6. 3rd highest broadband usage THREATS
1. Dominance from main competitor, Sony
2. Acquisition of Future Shop by Best Buy
3. Competition from Korea, Chinese, Japanese and European electronics company

3. Customer Behaviour Analysis
Canadian electronic markets are less price-sensitive. They perceive high-priced products as high quality products. They also demand for good customer service and favourable return policies. They are also quick to

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